China's Alibaba undercuts Amazon in Europe to woo wary brands

China's Alibaba undercuts Amazon in Europe to woo wary brands

People walk by the Alibaba Group logo. Photo: Bloomberg

After years of reconnaissance, China’s retail king Alibaba is finally making its move on Europe. It is undercutting Amazon sellers’ fees to attract vendors but has had mixed results, six sources with direct knowledge of the matter said.

Bring stories like this into your inbox every day.

Sign up for our newsletter - The Daily Brief
Subscribe to Newsletter